Overview
La Growth Machine (LGM) is a fast-growing French SaaS helping companies scale outbound with multi-channel automation. They’d already nailed product–market fit and were pulling in steady traffic.
The CEO wasn’t new to CRO either. He even tried running headline tests with a multi-armed bandit. But the results weren’t moving the needle in a meaningful way.
When we kicked off together, things changed quickly. The first few experiments doubled homepage conversions (5% → 9.5%). It was a dream partnership: Merlinetics brought the framework, and LGM brought curiosity and a culture ready to test.
Within the first six months, the work compounded into a +45% lift in signups, 1,000+ new users, and $83,000+ added revenue, even while traffic dropped by 50%.
The Challenge
Every SaaS team celebrates product–market fit.
But after PMF, growth often stalls. Traffic flattens out. And suddenly, signups no longer scale the way you expected.
That’s when teams typically turn to CRO and hit the same walls:
No time to translate data into fixes
No in-house experimentation expertise
Not ready to spend $20,000+ on an agency retainer
The reality was clear:
Multi-armed bandit testing wasn’t right for their traffic levels.
The team could launch tests, but not build strong, data-driven hypotheses.
A big agency retainer wasn’t realistic at that stage.
What they really needed wasn’t just more tests. They needed a repeatable CRO system that could scale wins over time.
Phase I — Align & Diagnose
(ARCANE: Align the Objectives + Run the Diagnostics)
When I first joined, LGM was already testing things like headlines and CTAs using a multi-armed bandit. Without a clear system, those tests just hit a ceiling.
So we went back to basics:
Tied CRO goals directly to real business outcomes
Cleaned up tracking in GA4 + GTM so every funnel step was crystal clear.
Mapped out the top user journeys to see exactly where people were dropping off.
Outcome: Understand the customer journey and see its impact on signups.
Phase II — Capture & Assemble
(ARCANE: Capture User Insights + Assemble the Test)
Once we had the funnel mapped, the big question was: why are users stalling?
To answer that, we:
Launched on-site surveys to hear directly from visitors.
Dug into behavioral data to spot friction points.
Found out the homepage messaging wasn’t making LGM’s value clear fast enough.
From there, we turned insights into hypotheses and mockups for tests.
Outcome: The first few homepage messaging clarity tests = doubled conversion (5% → 7% → 9.5%).
That quick win proved we were on the right track.
It set the stage for bigger experiments, sharper positioning, and a system that could keep scaling across the funnel.
Phase III — Launch & Extract
With solid hypotheses in hand, we ran five high-impact experiments across LGM’s main pages over six months.
Every test was tracked closely, and results were shared in a dedicated CRO channel so the whole team stayed in the loop.
That turned CRO into a true “team sport”:
Anyone could pitch ideas and vote on variations.
Learnings got documented and reused for future tests.
Wins were celebrated, which built momentum and buy-in.
Outcome:
+45% signup rate lift
2× homepage conversion (5% → 9.5%)
1,000+ new users (despite 57% traffic drop)
$83,700 revenue added despite lower traffic
Analytics clarity (GA4 + GTM setup)
Upskilled Team with data-driven decision-making
The People Behind the Numbers
LGM’s culture of openness and curiosity turned CRO into a team sport.
We set up a dedicated CRO channel where everyone stayed updated on experiments and upskilled little by little along the way. Team members could throw in ideas, vote on test variations, and even earn bragging rights if they guessed the winning version.
That level of engagement made the process not only effective but genuinely enjoyable.
As the CEO put it:
“Beyond the numbers, Aly brought our entire team into the process — boosting collaboration and replacing guesswork with data-backed strategies.
She’s incredibly easy to collaborate with and constantly pushing boundaries to improve results. She doesn’t just optimize pages. She optimizes businesses.”
-Brice, CEO of La Growth Machine
Ultimately, the real driver of this success was a team that leaned in, stayed curious, and co-owned the process.
That’s the kind of environment where CRO turns from isolated tests into a compounding growth system.
🚀 Curious how the ARCANE Framework™ could work for your SaaS?
Let’s talk.
schedule your conversion strategy here: https://calendly.com/alydenise/quick-call
or email me at: aly@merlinetics.com
